This paper tries to provide an introduction into advertising ethics, and examines the problems with its definition, as well as different concepts of the area. The observed differences in the perception of the discipline are grouped into three categories: (1) the issue of theoretical or applied nature of advertising ethics, (2) its separation or inclusion into marketing ethics, (3) original theoretical contributions to general ethics as the only reason for the existence of advertising ethics. We paid special attention to the objection with respect to the incoherence of the discipline due to alleged inherent immorality of advertising as a profession. Further, the paper examines the relationship between advertising ethics and other related disciplines – media ethics, area of business and society, as well as marketing and business ethics. Through critical reflection, we have attempted to answer all the questions we have encountered, as well as provide interested researchers with an insight into an emerging ethical discipline – advertising ethics.